Your Best Marketing Asset Is Already on the Payroll

Experts nobody has heard of

Plenty of B2B companies are full of people a buyer would trust on sight: engineers who can explain anything, consultants with lessons from a hundred projects. Internally they're legends. On LinkedIn, they barely exist.

The window is open, for now

Only about 31% of companies run a formal program to help their people post (LinkedIn). Meanwhile buyers already lean towards people over logos: content shared by employees reaches 561% further than the same content from a company page. Most of your competitors aren't doing this yet. That won't last forever.

How to start without a mandate

Mandates produce reposts. Reposts produce nothing. Try this instead.

1. Start small. The founder plus two people who actually want to do it.
2. Find each person's voice. Talk to them, find what they'd happily argue about over dinner, and write from there.
3. Make it easy. Collect ideas over Slack rather than in meetings, so approving a post takes minutes.
4. Run it for 90 days at two posts per person per week, and count conversations with buyers rather than likes.
5. Let the results do the recruiting. When colleagues see the messages coming in, you won't need to ask twice.

What it changes

Buyers stop meeting a logo and start meeting the people they'd actually work with. That's a much easier thing to trust.

Where we come in

We run this for teams: voice capture for each person, separate topics, and one weekly report. Take the 60-second quiz to see where your team stands.